Why marketing needs marketing science
Colin McDonald and John Scriven
In this article, Colin McDonald and John Scriven make the case for 'marketing science' - the development of empirical marketing generalisations or models - to help develop marketing strategy.
Why marketing needs marketing science
Colin McDonald and John Scriven
In March 2006, the Ehrenberg-Bass Institute for Marketing Science was inaugurated at the University of South Australia, Adelaide. The institute formalises the collaboration between the...
